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MediaWhiz POV: Content Marketing Like a Pro, Tactics and Techniques.
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  • Don’t write about healthcare if the brand is a bank)
  • Don’t write about healthcare if the brand is a bank)
  • Don’t write about healthcare if the brand is a bank)
  • Don’t write about healthcare if the brand is a bank)

Transcript

  • 1. Daryl Colwell@DHCOLWELLFeb. 12, 2013 | Room 29DMediaWhiz
  • 2. About Me2012• Oversee business development atMediaWhiz• 12 years’ experience in onlinemarketingAbout My Company — MediaWhiz• Integrated digital media &performance marketing agency• Part of Matomy Media Group• Services: Affiliate, Display, Search,Social, Data & Email• Top-25 Digital Agency, Ad Age,2012
  • 3. Agenda• Content Marketing Basics• Why Content Marketing Is Important to Your Brand• What Makes Great — and Bad — Content• Content Marketing Like a Pro– Improving SEO with Content Marketing– Lead Generation• Top-10 Content Marketing Best Practices• Q&A
  • 4. What Is Content Marketing?Content Marketing:•Establishes authority and providesuseful information•Should be useful even to someonenot interested in buying your productor service•Not disguised as independenteditorial•Does not have to run in an editorialenvironment, like a third-partymagazine•Provides value to the consumer.•Is honest and without hyperbole
  • 5. Content Marketing — The BasicsBasic Rules1.Lead Generation: Your content should generate leads for your business.– Don’t create content just to have content.– Caveat: Don’t create content that is purely sales-driven.1.Context: Your content needs to be placed in the right venues for the rightaudiences.2.Have a Strategy: One-off efforts won’t cut it. Use an editorial calendar toplan content each quarter.3.Timing: Plan publication of content around customer buying cycle.4.Factor in Cost: Content marketing is expensive. It’s a long-terminvestment; not a short-term solution.5.Make it Creative: Your content needs to bring something new to theconsumer. Otherwise, it’s a waste of time and money.
  • 6. Why Content Marketing Is ImportantIt’s simple:It’s the future of marketing.Seriously.
  • 7. Why Content Marketing Is ImportantIt’s also how you shouldbe generating newbusiness.
  • 8. Why Content Marketing Is ImportantYou can write for “idea-spreaders” or buyers.Write for your buyers.
  • 9. Great Content MarketingWhy It’s Great:•Fits the brand•Builds strong brandaffinity•Generates newcustomers viasubscriptions
  • 10. Great Content MarketingWhy It’s Great:•Informs theconsumer•Entertains anddistinguishes brand•Builds brand affinity•Generate leadsWill It Blend?
  • 11. Avoid These MistakesBeing Overly Promotional Taking It to the ExtremeTakeaways•Dont make toneobviouslypromotional•Visualize the info•Ensure imageryand graphics fit thecontentTakeaways•Back an argumentwith convincingnumbers•Use proportionatesentiment•Inform theconsumer; don’tinsult or offendthem
  • 12. Avoid These MistakesBland Content Misguided ContentTakeaways•Make yourmessageinteresting anddistinctive•Dont just directlyturn figures intostats•Use imaginationand witTakeaways•Content needs to fit your brandand that of third-party publisher•Tone and context are important
  • 13. Content Marketing & SEOBenefits to SEO•Attracts authority signals (links, social shares) —improves SEO performance•Positions brand as authority on relevant topics•Increases conversion rates– Educates users on topics that are difficult tounderstand
  • 14. Content Marketing & SEOHow Content Marketing Can Hurt SEO•Don’t create content for “SEO”– Write for humans– Content with purpose of satisfying search engines hasshort-lived benefits•Spam– Don’t syndicate content to article distribution networks oroff-topic properties•Inconsistency/falsity– Fact check and ensure consistency with brand messaging– Consumers’ trust compromised by off-message or falsecontent
  • 15. Improving SEO with Content MarketingStep 1: Define the target audience•Perform research on consumers’ buying patterns•Understand what is compelling and how your product /service benefits them
  • 16. Improving SEO with Content MarketingStep 2: Write abouttopics your audiencecares about•Use keyword suggestiontools (i.e., Google AdwordsKeyword Tool) to understandconsumers’ searches
  • 17. Improving SEO with Content Marketing• Review Q&A sites (i.e., Yahoo Answers, Answers.com) tosee what people are asking about• Stay on topic — don’t write about anything irrelevant to thebrand
  • 18. Improving SEO with Content MarketingStep 3: Offer incentives for readers toshare content•Focus on the “why”, not the “what”– How will your content help your customers?•Facilitate sharing– Include sharing buttons (Facebook Like, Twitter Tweet,Google +1, etc) in visible locations
  • 19. Improving SEO with Content MarketingStep 4: Leverage influential andauthoritative authors•Identify authors relevant to a topic– Search relevant topics in Google+, Twitter, Facebook(via Graph Search) and search engines•Invite influential authors to guest post
  • 20. Improving SEO with Content MarketingStep 5: Develop your backend SEO setup•Ensure proper tagging and mark-up of content– Use rel=author tags in the byline to credit the author ofthe content and leverage their authority
  • 21. Content Marketing & Lead GenerationYour content should generate leads•Content should help generate leads or incrementalbusiness•Proper tracking is essentialMediaWhiz as an example•Create content for brand-building and lead-genpurposes with marketers and advertisers•Seed content across internal and externalpublications
  • 22. Content Marketing & Lead Generation“If you’re not putting somekind of hook to futurebusiness into your efforts,you’re not contentmarketing.”– Chris Brogan, Jan. 22, 2013Source: http://www.chrisbrogan.com/contentmarketing201/
  • 23. How to Generate Leads with ContentRule #1: Make your buyer the heroProduce content that informsyour customers and improvestheir business
  • 24. How to Generate Leads with ContentRule #2: Never waste content withoutoffering an “Ask” of some kind“Ask” is more than a “call to action” or intent.It’s a request for a specific action.• Mix of soft and hard sell• Ask should be reasonable and related tothe content• Examples of an “Ask”:• Newsletter / blog subscriptions• Free appraisals / audits• White paper download
  • 25. How to Generate Leads with ContentRule #3: Make it simple for people togive you their infoPlace call-to-action copy strategicallythroughout content
  • 26. How to Generate Leads with ContentRule #4: Make it simple for sales team tointeract with leadsCustomize formfield page togenerate contactinfo you need forfollow-up call /email
  • 27. Lead Gen Best PracticesPrep your sales team• Prep your sales team for influx of new leads– Some will be qualified leads; others not– Schedule brief training session with sales team to reviewnew content– Get feedback from sales team about questions theyhear from customers• Use feedback to develop new content and generateadditional leads
  • 28. Lead Gen Best PracticesEarly outreach = lead-gen success• Odds of reaching lead decrease by >10 times in first hour• Odds of qualifying lead in 5 minutes vs. 30 minutes drop21 times– from 5 to 10 minutes the dial to qualify odds decrease 4times• Best time to call a lead: 4-6 p.m. Wednesday & Thursday
  • 29. The Content Marketing Top-101. Know your audience: Write for a specific reader orcustomer. Know what they want and how/where theyconsume information.2. Include images: Images will “pop” when content isshared.3. Commit: Not a one-night stand. Establish an editorialcalendar and publish often. Give customers a reason tokeep reading.4. Engage the right buyers with the right content: Writecontent for all levels of the sales funnel.5. Repurpose content: Turn blog posts into white papers;white papers into infographics, etc.
  • 30. The Content Marketing Top-106. Create series: If you have 10 steps, share 5 now and 5 innext post.7. Measure ROI and leads: Track KPIs (visits, conversions,links, social shares) generated to understand what contentperforms best8. Track trends: Relate your content to emerging industrytrends. Write content that answers customers’ questionsabout those trends.9. Be timely: Publish content when your customers are mostactive.10.Reference industry influencers: Enable others togenerate awareness and leads on your behalf
  • 31. QUESTIONS?
  • 32. THANK YOU!Daryl ColwellVice President, Business DevelopmentMediaWhizP: 646-442-5513E: dcolwell@mediawhiz.com | Tw: @dhcolwell